| Summary: | 碩士 === 國立臺北大學 === 合作經濟學系 === 96 === Food safety incidents such as foot-and-mouth disease (FMD), mad cow disease (Bovine Spongiform Encephalopathy, BSE) and avian influenza have kept happening continuously. The cases in the past have led us to a find that it will lower consumers’ willingness to purchase foods when the negative Information harmful to foods emerge, thus posing considerable impacts on food industries. In face of the happening of the incidents, what measures the government or industrial associations will take to avoid consumers’ panic and boost their consuming willingness will be one issue worthy of being explored. This research took the incident of avian influenza concerning food safety as the issue to analyze the influence of negative Information of avian influenza on consumers’ attitude from the perspective of consumers’ perceived risk. This research further explored consumers’ knowledge factors towards avian influenza in hopes of gaining understanding of the throughput about the influence on consumers’ consuming attitude after learning the negative Information. Applying the questionnaire survey, this research took consumers purchasing chicken meat-related products as the research subjects, as a total of 500 questionnaires were collected prior to be processed by statistical analysis to get the following conclusions: the negative Information and perceived risk of avian influenza showed positive correlation, as the more intensive negative Information of avian influenza will magnify consumers’ perceived risk towards chicken-meat related products. The influence of avian influenza knowledge on perceived risk presented significant negative relationship, as consumers’ higher level of understanding of avian influenza will lower the influence of negative Information on perceived risk. Perceived risk also showed positive influence on consuming attitude, as consumers’ greater perceived risk towards chicken meat-related products will influence their consuming attitude in greater extent. The further analysis of five dimensions of the perceived risk showed that financial risk, physical risk and time risks were targets of worry the consumers would show. On the contrast, consumers showed less worry over social risk and performance risk. Finally, the preference over risk reduction strategy showed negative interfering effect on the influence of perceived risk on consuming attitude, meaning that consumers’ higher preference over risk reduction strategy would lead to less influence on consuming attitude from perceived risk.
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